ICAgile Agility in Marketing Training with ICP-MKG Certification

We are a diverse team of Business Agility Coaches and Consultants that think that increasing an organization’s business agility is essential for being able to sustain profitability. We help our participants and our clients understand the importance of ‘Agile as a mindset first’ along with developing a clear understanding of how to optimize flow of value creation for customers.

We believe that agile methodologies shouldn’t just be used by software teams; everyone in every function has a job to play in making a company truly agile.

Our goal is to provide other business teams, such as Finance, HR, Marketing, and Operations, with the tools and methodologies they need to adopt business agility in a people-first manner. This is in addition to empowering software teams to scale up agility at the enterprise level.

Benefits of training with ValueX2 are:

• Elite Trainers
• Training is interactive and imparted with real-world case studies
• Post-training support to help you grow in your career and implement agile mindset at your workplace

ICAgile is a leading global agile accreditation and certification body. By providing learning programs that build the capabilities necessary for business agility ICAgile is on a mission design learning experiences that cultivate an agile mindset. ICAgile via it’s rigorously accredited courses delivered by their member organization provide globally-recognized certifications. These are backed by Learning Outcomes and Competencies and motivate people towards genuine competency in their domain.

Yes, ValueX2 is an ICAgile Member Organization. Being a member organization, we create and provide leading agile learning experiences that drive business agility.

Yes, All our ICAgile courses i.e. Business Agility Foundations (ICP-BAF), Agility in HR (ICP-HR) and Agility in Marketing (ICP-MKG) have gone through the ICAgiles’ rigors course accreditation process. This ensures that the courses and training we deliver satisfy all the Learning Outcomes, provide top-quality learning experiences, are highly interactive, and guide people and the global community toward greater agility.

The training is delivered and conducted by ICAgile Authorized Instructors and very experienced Agile Coaches who have deep domain expertise and make the course extremely interactive.

Our committed team of instructors provides training that meets the high criteria of excellence established by the leading Agile bodies like ICAgile. Regardless of the trainer or location, every candidate receives the same high – quality content. They aid in your continued development of the abilities and knowledge required to contribute to your organisation.

Through Instructor Authorization, ICAgile verifies the teaching skills, domain knowledge, and experience of an instructor.

The training fees include the online live instructor-led training and certification costs. Additional benefits include:

15% Discount on future training

Lifelong support and access to a community of Agile Coaches and Mentors to help you progress in your Agile career and journey.

Please refer ValueX2 Terms and Conditions for the respective refund policy. For any further queries please email us at [email protected] and we will be more than happy to help.

For any further queries please email us at [email protected] and we will be more than happy to help.

Yes, we do run promotional offers from time to time. For group bookings, corporate batches or discounts please email us at [email protected] and we will be happy to help.

After completion of the ICAgile Agility in Marketing (ICP-MKG) certification training course you will be able to:

• Agile Marketing Drivers and Criticality

Illustrate the key challenges that are driving modern marketers to explore marketing agility. Get an opportunity to relate to the challenges as well as your VUCA context so you understand the need and relevance of Agile Marketing.

• Marketing to Serve vs. Marketing to Sell

Marketing is about serving customers through identifying their expressed and hidden needs. The goal is to create engaged, delighted customers with a longterm relationship to the organization as opposed to selling a single product.

• Defining Agile Marketing

Explain the foundational values and principles of Agile Marketing; Convey how the values and principles address the context and drivers, and provide a basis for a strong operating system that is a better fit for modern marketing functions.

• Differentiating Agile Marketing

Differentiate Agile Marketing from Agile Development and then from common misconceptions regarding approaches such as reactive marketing and unsustainable / ever-changing marketing.

• Customer Centricity Over Organizational Focus

Customer centricity is about listening to what customers are and are not saying, then marketing to them in ways that resonate. Achieving this requires direct customer interaction, an understanding of who our customers really are and an ability to identify their hidden needs. Organizations also need to shift from the perspective of “organization outward,” to “customer inward” (“we have a product to sell” vs. “you have a need we can meet.”)

• Understanding Customer Needs

Show techniques for generating insights into customer needs and for segmenting customers. The insights you develop will help you identify anomalies, pain points, issues or opportunities in the decision journeys of key customer segments.

• Attracting and Retaining Customers by Building Trust

With considerable access to customer information comes significant responsibility – marketers need to be ethical and trustworthy in their use of customer information and build trust through each interaction.

• Focusing on Outcomes Over Outputs

Distinguish between value-add activities and those done out of habit or antiquated management approaches.

• Achieving Outcomes Through Marketing Backlogs and Stories

Describe how to create effective marketing backlogs by using user-centric techniques such as user stories

• Tools for Adaptive, Customer-Centric Marketing

Explain some of the tools (canvases, personas, story maps, etc.) which may be applicable in an Agile Marketing environment, and how they can be used.

• Delivering Marketing Value Through Cross-Functional Teams

Describe a variety of possible teamwork structures and discuss how they contribute toward or detract from Business Agility.

• Continuous Collaboration and Alignment Around Customer Outcomes

Illustrate the characteristics of agile teams and how they differ from traditional marketing teams.

• Making Marketing Work More Sustainable

Explain how to balance responsiveness and flexibility with stability and a predictable flow of work. Consider options for insulating the team from interruption while still embracing changing requirements.

• Flow-Based Approaches and WIP for Agile Marketing

Explain what it means to use a flow-based approach to plan and execute marketing work, including developing a visual system to track work.

• Benefits of Short Iterations for Marketing Work

Describe key practices, roles and artifacts of iterative agile approaches, most commonly encapsulated in the Scrum framework. Provide examples of adaptations that marketers can try if more prescriptive iterative practices do not quite work for them.

• Creating a Culture of Experimentation and Validated Learning

Show how to weave in experimentation into an Agile Marketing process and gain familiarity with experimentation-oriented frameworks and practices.

• Using Marketing Data to Inform Pivot / Persevere Decisions

Show how validated feedback needs to be actionable and actioned. Provide examples of changing plans, changing approaches, abandoning things that do not work, amplifying those that do and pivoting to new directions based on the information collected.

• Agile Marketing in Real Life (Case Studies)

This is a knowledge level training certification and after attending the training you will be able to:

• What is Agile Marketing and why do we need it?
• Agile Marketing mindset, values, methodologies and framework
• Building cross-functional, collaborative, customer outcome-aligned teams
• Design hypothesis-driven marketing experiments to support validated learning
• Achieving Outcomes Through Marketing Backlogs
• Approaches for customer analysis & segmentation for Business Agility
• Tools for creating adaptive & customer-centric marketing campaigns
• How to adapt Kanban, Scrum, & Scrumban for marketing context
• Prepare a personal development plan & team transformation roadmap
• Making marketing work more visible and sustainable

All prices for the courses are mentioned in the Training Calendar. For group bookings, corporate batches or discounts please email us at [email protected] and we will be happy to help.

The ICAgile Agility in Marketing (ICP-MKG) certification training certification is an industry-recognized credential made by marketers, for marketers. It verifies an ability to articulate and implement agile marketing principles and deliver more responsive, customer-centric business outcomes.

Marketing professionals working in:

• SEO
• Content
• Communications/PR
• Digital Marketing
• UI/UX
• Graphic/Creative
• Media
• Brand
• Analytics
• Sales/Lead acquisition
• Marketing Agencies

Business Professionals like:

• Marketing and Business Leaders
• Sales and Marketing professionals
• Agile Coaches
• Marketing Consultants
• Marketing freelancers
• Change/Transformation Managers
• Agile Practitioners
• Entrepreneurs
• Anyone wanting to learn about Lean-Agile ways of working!

Yes, the ICP-MKG lifetime certification cost is included in the ValueX2 Training Fees.

No, there is no expiration for the ICAgile Agility in Marketing (ICP-MKG) certificate. You do not need to renew your ICP-MKG certificate annually. The training fees includes the certification costs.

The Training Calendar includes the cost for each course. For any inquiries regarding group bookings, private sessions, group discounts, or promotional offerings, kindly email us at [email protected] and we shall be happy to assist you.

There are no conditional prerequisites for attending this Knowledge Based level training program. However doing the Foundational Course of Business Agility Foundations (ICP-BAF) will is recommended as it will help build foundational knowledge of agile principles, values, and mindset. Related marketing experience is recommended.

No, you cannot get certified without undertaking the course from an ICAgile Member Organization, like ValueX2. This course includes hands-on learning and you’ll need to actively participate in a live class to earn this certification.

ICAgile Agility in Marketing (ICP-MKG) training certification course forms part of the Knowledge Based Level Courses offered by ICAgile. The key benefits of doing this course is:

By obtaining this agile certification you will develop your ability to articulate and implement agile marketing principles and deliver more responsive, customer-centric marketing activities.

It will help you:

• grow your career in agile marketing,
• expand your skill set, and
• gain a greater sense of purpose.

This Agility in Marketing certification will help boost your marketing teams’ contribution and enhance employee satisfaction.

The only impossible journey is the one you never begin, so take the first step and Enrol Now for the training!

The training covers the below topics:

• Critical Paradigm Shifts for Marketing
• Customer Analysis and Segmentation for Business Agility
• Adaptive Planning in the Marketing Context
• Teams and Teamwork in the New Paradigm
• Establishing Short Work Cycles in Agile Marketing
• Experimenting, Learning, and Pivoting
• Agile Marketing in Practice
• Please download the Brochure for more details. If you have any additional queries, please email [email protected] and we will be happy to help.

Our ICAgile ICAgile Agility in Marketing (ICP-MKG) training certification course is designed keeping in mind the latest research, and on-field experience from real-life agile transformations drawn from the diverse experiences of our Agile Coaches and Mentors. Further, our expert authorized trainers add examples relevant to your context to make the training even more relevant.

The training is structured to be highly interactive, with individual and group activities and fun exercises. Regular breaks are given and our training are offered in both 2-day and 3-day formats.

Attending the complete training is one of the main pre-requisites and first step towards obtaining your ICP-MKG certificate. After completion of the training and associated activities as communicated to you by the trainer, you need to follow the below steps to get the ICP-MKG certified:

• Register for the course from ValueX2
• Attend the complete 2-day/3-day training
• Participate and complete the required activities
• Upon completion your attendance will be marked by ValueX2
• You will then receive an invitation from ICAgile to complete your post-class survey
• After completion of the survey, ICAgile will issue your certification to your email address as a shareable PDF. A copy of the certificate can also be downloaded from your My Certifications Page.
• Any questions or if you are facing any issues please email [email protected] and we will be happy to help.

As per the guidelines of ICAgile, each member organization can determine how they want to assess their participants. We have a combination of in-class activities, group exercises, quizzes and few exclusive activities that our participants do to put their learning to test and practice. There is no additional exam to obtain the certification.